FEDRS: SEO, Paid Media & Sales Automation Across 4 Markets

Challenge

FEDRS operates in a regulated consumer goods category where direct advertising for its core nicotine products is banned in Poland — Google Ads, Meta Ads, and most programmatic networks all restrict promotion of the category outright. On top of the advertising restriction, FEDRS was running its entire sales process manually: orders moved from sales to accounting to production with no shared system, no real-time stock visibility, and hours of manual handoffs every day. FEDRS needed a compliant way to reach customers despite the ad ban, a plan to expand into new European markets, and a way to scale operations without scaling the manual overhead alongside it.

What We Did

SEO & paid media: with direct nicotine-product ads banned, we ran Google Ads and Meta Ads for FEDRS's nicotine-free product line instead — a compliant halo strategy that lifted brand visibility broadly enough to drive demand for the nicotine products too, even without advertising them directly. Alongside this, we ran the full technical SEO programme: a crawlability and indexation audit, restructured commercial pages targeting flavour and product-category keywords, rebuilt internal linking, and structured data to help search engines parse product information correctly. International expansion: we extended SEO, Google Ads, Meta Ads, and market-specific strategy into three additional countries — Germany, Norway, and Azerbaijan — adapting keyword targeting and campaign strategy to each market's search behaviour and advertising rules rather than running one campaign translated four ways. Sales & marketing automation: we rebuilt FEDRS's sales process inside a CRM system. Incoming orders now flow automatically from sales to accounting to production, with the CRM tracking stock levels in real time so the business always knows what it can fulfil before confirming a sale. This replaced a manual, multi-step handoff process and saves the team roughly 4 hours a day. We paired it with marketing automation to keep lead follow-up and reporting running without manual intervention.

Results

Organic traffic on commercial pages grew +189%. Eighteen flavour-specific keywords reached position #1 in search results, and retailer enquiries grew 3.1× year-over-year. FEDRS moved into the #1–2 search positions in Poland for its core category, with SEO, paid media, and marketing strategy now running across four markets — Poland, Germany, Norway, and Azerbaijan. Average order value increased 57%, and total campaign revenue across all channels grew 72% — outpacing the 60% increase in digital marketing spend that funded the expansion — while qualified leads grew 44%. The CRM-driven sales process saves the team roughly 4 hours a day that used to go into manual order handoffs.